In Brazil, Nips And Tucks Don't Raise An Eyebrow : Parallels Brazil has surpassed the U.S. as the world capital of plastic surgery. All this cosmetic enhancement is widely embraced in a country where women flaunt, rather than hide, having work done.

In Brazil, Nips And Tucks Don't Raise An Eyebrow

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Brazil has surpassed the United States and is now the world leader in the number of plastic surgeries performed, even though the U.S. has more people with more disposable income. As part of our series on the changing lives of women, NPR's Lourdes Garcia-Navarro reports that many Brazilian women see surgical beautification as a right and not a privilege.

LOURDES GARCIA-NAVARRO, BYLINE: Janet and Jaqueline Timal are 40-something-year-old old sisters and they have what they call a plastic surgery fund.

JAQUELINE TIMAL: (Through translator) I'm always saving money. When I see I've gotten enough money for another surgery I do it.

GARCIA-NAVARRO: That's Jaqueline. She's had breast implants put in and also a tummy tuck. She's here today to do the famed Brazilian butt lift, which is the same as a boob job but on your backside. Janet has had a tummy tuck too and she's also doing her breasts. That'll be five surgeries between them when this round is done. They both say this isn't about bankrupting themselves for beauty but rather the opposite. Jaqueline says she sees the procedures as an investment.

TIMAL: (Through translator) I think we invest in beauty because it's very important for women here. You can get a better job because here they want a good appearance, a better marriage because men care about the way you look.

GARCIA-NAVARRO: Janet and Jaqueline aren't rich - far from it. One works at a retirement home, the other owns a small shop. Even with the surgery fund, they wouldn't be able to afford to pay for all those cosmetic procedures, they say, unless they did it here.

GARCIA-NAVARRO: Here is the Ivo Pitanguy Institute in Rio de Janeiro, named after the famed Brazilian plastic surgeon who is renowned here for saying the poor have the right to be beautiful too. The institute's lobby is packed as attendants call out the names of women, and a few men, who are waiting to be evaluated for cosmetic surgeries. This is a charity and a teaching hospital and the surgeries given are either free of charge or heavily subsidized.

So on the wall in front of me here at the Ivo Pitanguy Hospital there is a list of the many procedures that they offer. There are breast implants, breast lifts, Botox, nose jobs, face lifts and, of course, the ever popular butt implant.

The sisters tell me the price they are paying for the butt lift, for example, is 3,800 reals, about $1,600. At a private hospital, it could run over three times that. We meet with Francesco Mazzarone, who now heads the institute. I ask him why it's important to provide cosmetic surgeries to the disadvantaged.

FRANCESCO MAZZARONE: (Through translator) This is about equality, which is the philosophy Pitanguy created - equal rights to everyone. The patients come here to get back something they lost in time. We give to them the right to dream.

GARCIA-NAVARRO: Why should only the wealthy have access to something that will increase self-esteem, he asks. What we do here is altruism, he says. So here are the numbers. Last year, according to the International Society of Aesthetic Plastic Surgery, there were one and a half million cosmetic surgeries carried out in Brazil. That's 13 percent of all elective plastic surgeries done all over the world. Part of the boom can be explained by women's increasing financial power. In the last 10 years, Brazil has grown economically. Salaries have gone up, as has disposable income. Women, like the Timal sisters, have overwhelmingly chosen to use that money on their appearance. That's the thing. While in the U.S., people may hide that they've had plastic surgery like it's something shameful. Here they flaunt it. The attitude is that having work done shows you care about yourself and it's a status symbol. But the women we speak with also acknowledge there is a lot of pressure in Brazil to conform to a physical ideal. Jaqueline Timal tells me that her 21-year-old daughter has already done liposuction.

TIMAL: (Through translator) I told her she should wait. But she'll very beautiful. We push ourselves. And, also, society pushes us. I think she's too young for that, but as it was her great desire, I supported her so she can be happy.

GARCIA-NAVARRO: Some here, though, balk at the idea that happiness can be achieved at the end of a scalpel. They say the image people chase is being defined by marketers and, in Brazil, it has a racial component. Marcelo Silva Ramos is an anthropologist and social scientist. Brazil imported more slaves, some 4 million, than anywhere else in the world. Today, it's a primarily a mixed-race country but you wouldn't know it if you look on TV and in the magazines here, he says.

MARCELO SILVA RAMOS: (Through translator) If you look at the traditional body type of a Brazilian, you would see a woman with dark skin, curly hair, small breasts and a larger bottom. A body that is very different from the body marketed as desirable, which is a skinnier, taller, blonde with straight hair with bigger breasts and with not many curves.

GARCIA-NAVARRO: That is meant that today people who don't look the right way, and by this he means the white way, are often excluded.

RAMOS: (Through translator) In our culture, the view is women who look acceptable get money, social mobility, power.

GARCIA-NAVARRO: Take, for example, the crazy popular annual contest to Miss Bumbum. All of this year's contestants are lighter skinned.

I'm at a gym in Sao Paulo, and in front of me are several scantily clad women in full makeup. Many photographers, this is a press event. And they're working, what you and I would call politely, are glutes but what is called in Brazil bumbum. The women here are contestants in the yearly Miss Bumbum contest, which, as you can probably figure out, crowns Brazil's best butt.

CLAUDIA ALENDE: I'm Claudia Alende.

GARCIA-NAVARRO: That the 22-year-old front runner who looks like actress Megan Fox. I mean, almost exactly, right down to the blue contact lenses she has over her naturally brown eyes.

Do people tell you you look like Megan Fox a lot?

ALENDE: Yes, people tell me all the time but I don't think the same.

GARCIA-NAVARRO: So tell me, why are you doing the Miss Bumbum contest?

ALENDE: Because the contest is famous around the world and I want to be recognized around the world, and become famous too (laughter).

GARCIA-NAVARRO: She says the contest is a way for her to become a TV presenter or an actress. The rules of the contest allow for plastic surgery anywhere but on the backside. She openly admits she's had work done.

ALENDE: Because was like, moda.


ALENDE: Fashion - was like everybody is doing and I do.

GARCIA-NAVARRO: Previous Miss Bumbum contestants have indeed gone on to arguably bigger and better things. One became a TV presenter. Others have become actors, professional dancers on TV. But for most of the women I speak with, their dreams - the ones the Pitanguy Institute say they are giving them the right to - are much smaller. We meet Maria da Gloria de Sousa on a beach in Rio, on a chilly blustery day. She's 46 but looks 30. She's unemployed but has had six surgeries at the Pitanguy Institute and speaks about her procedures with that characteristic Brazilian humor and openness.

DE SOUSA: (Speaking Portuguese).

GARCIA-NAVARRO: I'm almost an android, she tells. I've done my breasts three times. I didn't stop there. I did a tummy tuck and then I did lipo. And, lastly, I did my bottom, she says proudly. She says she spent the equivalent of the cost of three cars on her operations. I'm much happier. There's no doubt about it, she tells me. My bottom will never sag. My breasts will never sag. They will always be there, hard. It's very good to look into the mirror and feel fine, she says. When I ask her if it was all work it, she quips I have a 21-year-old lover. Things have gotten a lot better. She waves goodbye, and smiling, sashays down the beach. And nothing jiggles. Lourdes Garcia-Navarro, NPR News, Brazil.

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